The Discover Phase of the Prime Process is about research
and preparation. It encompasses
how salespeople get ready to engage and serve customers. Everyone who sells starts at the same
point — the identification of a customer. In conventional sales, this is called prospecting and
qualification, which, unfortunately, is often characterized by minimal preparation. In Discover,
however, this preparation is expanded into a process that is aimed
at the identification of a
specific customer who has the highest probability of change.
Discover means pushing beyond the traditional boundaries of prospecting to create
a solid
foundation on which to build a long-term, profitable relationship. It recognizes
the fact that
every “qualified” prospect will not become a customer. And it embraces that realization
by actively
looking for reasons to disqualify a prospect and by refusing to unnecessarily waste the time
and resources of the prospect or the sales professional. The tasks in the Discover phase
include pre-contact research of potential customers and their industry. Discover also
includes the
preparation of an engagement strategy, which includes
- an introduction,
- some basic assumptions about the
value that could be created, and
- a conversational bridge designed
for that specific customer.
- In addition, it includes the initial
contact with the prospective customer, during which this
information is communicated. Then, customer and salesperson mutually decide whether the
sales process should continue.
In the Discover phase, as in each succeeding phase of the Diagnostic
Business Development
process, salespeople are actively building a perception of themselves in the customer’s
mind. In this case, that perception is one of professionalism. You want
customers to understand
that mutual respect and trust govern your relationship. You
want them to see you as competent,
well versed in their business, and a source of competitive advantage.
